Fooza Hasna Madani, Helin G Yudawisastra, Perwito Perwito

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE

Introduction

Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian produk mixue. Analisis dampak kualitas produk dan citra merek Mixue terhadap keputusan pembelian konsumen di gerai Kopo TKI III Bandung. Studi PLS-SEM menemukan pengaruh signifikan.

Abstract

Perkembangan industri minuman kekinian yang semakin kompetitif menuntut pelaku bisnis untuk memperhatikan faktor-faktor yang memengaruhi keputusan pembelian konsumen. Studi ini bertujuan untuk menganalisis dampak kualitas produk dan citra merek terhadap keputusan pembelian di kalangan konsumen di gerai Mixue cabang Kopo TKI III Bandung. Pengumpulan data dilakukan melalui kuesioner dan dianalisis dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4. Sebanyak 359 responden dipilih menggunakan teknik pengambilan accidental sampling dari konsumen yang sebelumnya telah berbelanja di gerai Mixue Kopo TKI III Bandung. Hasil penelitian menunjukkan bahwa kualitas produk memberikan pengaruh yang signifikan terhadap keputusan pembelian, begitu juga dengan citra merek. Secara bersamaan, kualitas produk dan citra merek memiliki pengaruh yang signifikan terhadap keputusan pembelian konsumen. Variabel penelitian memberikan kontribusi sebesar 75,6% terhadap model, sedangkan sisanya dipengaruhi oleh variabel lain yang tidak termasuk dalam studi ini.

Review

This study, "PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE," addresses a highly pertinent topic within the increasingly competitive contemporary beverage industry. It effectively investigates the critical factors of product quality and brand image as determinants of consumer purchase decisions, specifically in the context of Mixue's Kopo TKI III Bandung branch. The research clearly aims to provide insights into how these two variables collectively and individually influence consumer behavior in a dynamic market, making a relevant contribution to understanding consumer psychology in this sector. Methodologically, the paper demonstrates a robust approach by employing Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS 4, which is well-suited for predictive modeling with complex relationships. The data collection, utilizing a questionnaire from a substantial sample of 359 respondents gathered through accidental sampling, provides a sufficient base for the analysis. The findings are straightforward and impactful, indicating that both product quality and brand image significantly influence purchase decisions, both independently and concurrently. The reported contribution of 75.6% variance explained by the studied variables is commendable, suggesting a strong explanatory power for the model. While the study offers valuable insights, some considerations could enhance its scope and generalizability. The reliance on accidental sampling and a single branch location (Kopo TKI III Bandung) might limit the external validity of the findings to a broader population or other geographical areas. Future research could explore these relationships across multiple Mixue branches or different beverage brands for comparative analysis, and potentially incorporate additional variables such as price, promotion, customer service, or perceived value to achieve an even more comprehensive understanding of purchase decisions. Nevertheless, this research provides strong practical implications for Mixue and similar businesses, underscoring the strategic importance of maintaining high product quality and cultivating a strong brand image to sustain competitiveness and drive consumer purchasing behavior.

Full Text

Comments

You need to be logged in to post a comment.